What does one of the world’s oldest living consumer brands, which counts ageing British Royalty as customers, do to appeal to millennials and emerging consumer bases with changing needs? The answers, says Manish Vyas, business head, Wipro Yardley (India), lies in “the democratization of the perfume story,” that reflects in Yardley’s reframed product and pricing strategy. The company is selling its fragrances in a wide range of formats, from soaps to scents, and prices between Rs 70 and Rs 3000.
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